曾几何时，我们生活在一个网站主用恼人的弹窗广告轰炸访问者的世界里。
It ruined the online experience and forced millions to integrate ad blockers into their browsers. Fast forward to today, and you have brands using more innovative marketing tactics that cater to their target audience. Out went the excessive popups and in came more strategic popup ads.
然而，有一些品牌仍然在这些方法中挣扎。
In the US, 18% of desktop and mobile users use ad blockers. While this number isn’t staggering, it does show that there are still some issues with sites dealing with pesky popups.
So why should marketers use them if their visitors don’t want them? The simple answer – is it’s not about the medium; it’s the delivery.
This is why some e-commerce brands see a 35% decrease in lost visitors just by implementing exit-intent popups. That says a lot when 72.8% of visitors abandon their shopping carts, and another 60% bounce away from your site.
How else will you get their attention before they click the “X” on your tab? If you can craft the ideal popup for visitors who are about to click away, you can capture 10-35% of those leads.
What sets these apart from typical popups is that they only appear when the user shows the intent to exit (hence their name).
这些都是巧妙的，只对最合格的访客有效。这对你来说，意味着更多的转化率。
There’s no one-size-fits-all method, so you’ll have to judge better to determine which popups will work for your target customer.
Let’s look at how several brands successfully use exit-intent popups.
贝尔克。瞄准精明的购物者
谁不喜欢省钱？只要有机会让网购者用自己喜欢的品牌省钱，他们就会去做。
而这也是贝尔克这个退出意向弹窗的成功之处。你会发现这在整个电商行业都是常用的。
It asks for the visitor’s email address in exchange for not one but two coupons – one for $10 and the other for $20 off. Then they put in big bold letters that the visitor will receive free exclusive offers via email.
This is something that you can quickly implement into your strategy. Play around with different coupon offers to see what converts the best.
骷髅糖。发动心理战
Hacking the shoppers’ instinct to buy at bargain prices is one way to wage psychological warfare. But there’s another, yet clever way to do it.
看看Skullcandy的这个广告。
它有一个20％的优惠为您的第一次购买，这是引人注目的。但最关键的是（而且相当有效），它有"是"或"否"的选项。
You can select “Yes, sign me up” or “No, I hate saving money.” What makes the negative call to action (CTA) a clever tactic is that a lot of people don’t like to lose, miss out, or admit something they’re not so proud to admit.
如果你最近在网络上转了一圈，你会发现一些很离谱的负面CTA。确保你的是鼓励性的，而不是令人厌恶的。
BeHappy:降低废弃购物车率
We’ve already mentioned the astonishing rate of abandoned carts witnessed by e-commerce shops. But what can you do to change the tide?
以下是BeHappy和许多其他品牌针对那些试图在结账前退出的购物者所做的事情。
When asked at the appropriate time, a simple question can go very far: “Save cart to email?”
For instance, say you have a visitor using her tablet to shop for items in your store. She’s on the road and gets a message on social media that’ll eventually distract her from returning to your store.
所以你用退出意向弹窗给她提供了一个很好的解决方案--把她所做的购物都保存起来，并方便地发到她的收件箱里。然后也许等她回家后，她会继续在桌面上结账。
21世纪》：使用"自由"一词
You won’t find many brands that offer free shipping for orders under $50. But Century 21 did just that and had a great campaign.
不可抗拒的优惠，如免费赠品，往往对在线零售商很有效。看看这个出口弹出式广告，就知道它不需要巧妙的文字或华丽的设计就能转化。
这个弹窗广告之所以能成功，有几个原因。其一，它用的是免费这个词，又大又粗。然后，免运费的优惠是针对低至10元的订单（抓住了大消费人群和轻度购物人群）。
And last, it puts a 30-day expiration date on it, which gives shoppers enough time to shop and still get the deal. But since it’s only for one-time use, shoppers will be inclined to buy as much as possible.
作为回报，这个活动获得了8.4%的转化率。也就是说，在看到它的11,818名访客中，有664人实现了转化。还不错!
那么如何才能提高转化率呢？
As you can see from these four examples, there are various ways and moments to use these popups to capture qualified leads. The key is to keep your customer personas and buyer’s journey in mind.
Here are some ideas to target visitors with the right message at the right time.
营造强烈的紧迫感
There are several ways you can create a sense of urgency in your visitors. The two most popular tactics include implying scarcity or offering a limited-time deal.
Let’s say you have a visitor who shows interest in several products and explores several pages on your site. You can trigger an exit-intent popup to appear once they try to leave that says something like:
"下单7折！"然后有一个视觉计时器从1小时开始倒计时。这里有一个很好的例子。
The discount, timer, and purchase buttons are the most noticeable on the popup. The viewer will quickly understand the offer and the countdown ticker will create a healthy sense of anxiety to act quickly.
但是，如果你想利用稀缺性来锁定反应，你可以这样做。
As your visitor is about to leave, a popup distracts them. They see one of the items they viewed is almost sold out and may decide to buy immediately. It sure beats shopping around and missing out on a potentially great deal.
为您的访客提供选择
If there’s anything online shoppers like, it’s a choice. So in your popup ad, why not give them several options?
例如，如果你要求他们注册你的免费通讯，那么让他们选择他们的兴趣。这样一来，他们就只会收到自己想看的内容。而这也将有助于提高你的邮件打开率。
Try asking your visitors what they want deals on women’s clothes, kids’ clothes, shoes, and so on. This way, you can segment your campaigns in a hyper-targeted manner.
Just make sure you don’t have too many options. A good 3-5 should suffice. Remember that they’re receiving separate emails for each interest, and you don’t want them bombarded with emails.
当你给你的访客提供选项时，会让他们对你的提议进行更深入的考虑。如果只给他们一个"是"或"否"的选项，可能会引发他们过快地拒绝你的报价。
制作可转换的退出意图弹出式菜单
Okay, you’re all for using exit-intent popups to convert – but how do you create them? It takes a mix of design and coding skills to set them up (which you may lack) properly.
或者至少你是这么认为的。这就是像Poptin这样的服务的作用。这个平台对初学者来说很简单--只需选择你的颜色、布局和设计。然后将其拖放到你的网站中。
It’s compatible with any website, allowing you to get up and running quickly. If you’re ready to start your exit-intent popups, start making Poptins today!
